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Leveraging New Channels to Improve the Customer Experience in Travel & Hospitality Industries : Social Media Takes Center Stage

Introduction

The world of customer care is changing faster than most companies can keep up with, and that is both a challenge and an opportunity. Customers today expect companies to know a lot about them—their preferences, needs, past behaviors, priorities, and expectations. But they also expect companies to act on that information to significantly improve the overall customer experience, and to address discrete problems quickly and effectively.

This is especially true in the travel and hospitality sector, where customers spend a significant amount of money, and where they often have very clear and well-defined needs and expectations. Many leading-edge organizations have started using outbound notifications (via email, text, or push) to ensure their customers have the most up-to-date information on flight delays, lost luggage, room upgrades or cancellations, and other events as soon as they occur.

But bleeding-edge businesses are taking their customer interaction a step further, leveraging social media sites such as Twitter and Facebook—combined with enterprise-grade data mining and customer-relationship management software—to respond to their customers’ concerns immediately and satisfactorily. The end result can be a loyal customer for life; one who not only continues to book with your organization, but who strongly recommends his friends and family do so, too.

This paper will outline the cultural and business shifts that are driving these changes in customer care; highlight specific use cases for improving the experience through social media; evaluate a number of vendors in the space; and offer best-practices recommendations for success.


Table Of Contents

Leveraging New Channels to Improve the Customer Experience in Travel and Hospitality Industries
Introduction 3
The Changing Nature of Customer Care 3
How to Make Social Media Work for You 8
Make Twitter Part of Your CRM and Contact Center Plans10
Vendor Spotlight: How to Make the Most of a New Opportunity11
Conclusion: Social Customer Care Requires Proactive Engagement12
Legal Disclaimer13
The Frost and Sullivan Story 14

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